Over the years, online community research has matured from novelty to necessity – an essential tool for marketing insights professionals. And it has evolved into more than just a mechanism for listening and gathering feedback from customers. The use of online/digital communities has grown steadily as a result. A significant proportion of research is now hybrid designed, a mix of both traditional and digital.
But simply having access to customers in communities is no longer enough. The differentiator is how you use these platforms to make your customers a strategic asset – what you do with the insights and how you draw inspiration from the community to align priorities, create meaningful change and, ultimately, generate new value.